Introduction

Expected Outcomes:

Facilitate building of increased capabilities of marketers in defined domains over the one year.
Improved brand performance through progressive movement of Sales, MS, Patient Share, CE and EI.

Objective:

Sharpen strategic marketing skills set of Product Managers, GPMs, Brand Heads, Marketing Heads across functional, strategic and financial / commercial domains through monthly or bi-monthly coaching sessions.

Retainership driven model: work with brand management teams on pre-defined brands across one or more TAs at a frequency of 2-3 days every session for a period of one year.
Objective is to build robustness and rigor in performance of all chosen brands with significant improvement in terms of chosen metrics namely Brand Sales, MS, Patient Share, Customer Equity and EI.
Areas of collaboration include:
- Review of brand plans for rigor and consistency, principles of customer insights (physicians and patients), GTM Strategy, STP, Positioning, Sales Force Deployment, KOL Engagement Model and Promotional Plans.
- Share best-in-class marketing practices across industry through case studies, build understanding around Financial Metrics, Marketing ROI analysis and New Product Launch Planning Excellence.
- Build shared understanding around innovative Customer Engagement Models, Patient Engagement Models, Digital Strategy and evolving paradigms like Patient Lifetime Value (PLV).

Brand Coaching Sessions: How it works

Baseline Mandate:

Any number of brands of your choice can be selected from the Product Portfolio.
Coaching session will last full day (8 hrs) from 9.00 am – 6.00 pm; each brand related session to last for 2.5 hrs each.
Not more than 3 brand related sessions to be taken up each day to facilitate deep dive discussions with rigor and clarity.

Intellectus Consulting Methodology:

Intellectus Consulting proposes a Three Phases Approach for the Coaching Assignment Mandate.

Phase 1:
Pre-Work Review

Upon advance receipt of brand plans, Intellectus Consulting will undertake complete review of the brand plans documents in line with the internal proprietary marketing tools. Reviews will take 2 full days of pre-work.
Top Line Key Brand Analysis would include: Market Environment, Competitive Intensity, Contested Category, Physicians Universe and Segments, Patient Segments , Patient Journey Map (PJM), Physician and Patient Insights, Brand Strategy, FF deployment, Brand Positioning, Marketing Mix, Key Messages to Target Audience and Promotion Plans.

Phase 2:
Deep Dive On – Site Review

Detailed Review and Brand Plan Analysis to be done with the concerned brand marketer in actual coaching session with exchange of preparatory notes of Phase 1.
Intellectus tools and templates to be shared to close gaps if any and thereby help build holistic plans.
Focus to be on sharing best practices of other new product launch successes in industry, refining key aspects of plans, sharing case studies of marketing excellence from the same TAs as well as adjacent TAs.

Phase 3:
Follow-Up Review

Post the month coaching session, follow up with brand marketers to be done via email, TC along with escalated periodic feedback to GM Marketing / CEO.
Mutually agreed upon correction items to be implemented by brand marketer and revised plan to be sent back to Intellectus team atleast a fortnight prior to next review coaching session.
Ideally, all brand plans to be received one week prior to next cycle coaching session in order to have best output and constructive discussions.

Brand Coaching Sessions – Modalities

Coaching sessions to be held either in client office or even online via Zoom Pro or MS Teams.
Frequency can be monthly or bi-monthly depending upon need.
PMT, Marketing Heads and Medical to be part of every coaching session.
Applicable taxes (GST) will be added to above invoice amount and submitted for payment.
All other incidentals like travel, stay, food, local conveyance expenses will be borne by the client, it is not a part of the coaching session pricing.

Expected Outcomes:

Facilitate building of increased capabilities of marketers in defined domains over the one year.
Improved brand performance through progressive movement of Sales, MS, Patient Share, CE and EI.